Technical communicators often write the
documents that support the launch of a product into the marketplace.
They work with members of a new product development team,
all of whom have specific responsibilities. Understanding
the new product development process and the needs of the team
members increases the likelihood that the team’s technical
communicators will play a significant role in the new product’s
success.

What should the technical communicator keep in mind?

New product development follows
a process

As products are created, they go through a new product development
life cycle. The names of the phases may vary from one industry
to another or from one company to another. Typically, the
phases consist of initiating and planning, designing and developing,
testing, selling, servicing, maintaining, and closing. At
some point, the new product may be enhanced, which may start
the product development cycle anew, or it may be discontinued.
Often the developing new product must meet specific criteria
and pass a gate before advancing to the next phase.

Team members are busy

Members of the new product development team have much to do
to move the product toward launch. Let’s assume the
new product is a robot for home use – a kind of butler
that can get into every nook and cranny in your home. Rob,
the robot, can extend his arm as high as needed and retrieve
goods from the top shelf or bend down and pick up items that
are stored at floor level. Engineers are busy designing all
of Rob’s systems – those that are mechanical,
electrical, computerized, and more. Artists are busy giving
Rob his good looks. Team members who will sell Rob are learning
as much as possible about Rob’s features and benefits.
Those responsible for providing service to customers who purchase
Rob are busy identifying and purchasing parts that might need
to be replaced. All have specific responsibilities to meet
the new product launch date.

Technical communicators can add
value throughout the product life cycle

Writing documents is often a low priority
for busy team members. Here’s where the technical communicator
can find opportunities and add value. During the initiate
and plan phase of new product development, the project manager
and team members are defining the vision and concepts, studying
the market, assessing potential profitability, and considering
product specifications and requirements. The technical communicator
who is involved early in the process can work with team members
to craft these topics into the project plan.

While Rob, the robotic butler, is under
design and development, there are additional documents required
for building a prototype, purchasing components, and integrating
systems. These become the starting points for documenting
policies, procedures, work orders, and scope changes. Here,
too, the technical communicator can become instrumental in
defining and developing a myriad of documents.

While Rob undergoes a series of rigorous
tests, the technical communicator, with input from the engineers
and other specialists, prepares a written test plan with performance
specifications, regulatory requirements, and forms for capturing
defects. The technical communicator uses the test results
to write reports, which become part of Rob’s history
file.

The time to sell Rob in the marketplace
arrives. Consumer opinion is shaped by the overall product,
the launch material displayed at a trade show, the press release
in the newspaper, the advertising in a magazine, the description
on the corporate Web site, the user guides, and more. With
the expertise of skilled communicators, Rob is likely to stand
tall, among competing products.

When Rob is in the hands of the consumer,
product owners will likely have questions and Rob will require
service. Why aren’t Rob’s eyes lighting up? Why
is he is tripping over cords? To respond appropriately, the
service providers refer to a set of documents, such as a theory
of operations guide, installation instructions, procedures
to do adjustments and replacements, diagnostic and troubleshooting
guides, and more. The technical communicator writes the publications
that the service providers can use when responding to calls
for help and making site visits.

During the maintaining and closing phases
of development, the technical communicator documents lessons
learned, consumer feedback, and corrections to known problems.
She stores all project files into a project archive, making
them available for the next version of Rob.

Play your part well

Technical communicators have the language
and publishing skills to write the many product life cycle
documents that other team members have neither the skill nor
the desire to write. Freeing up the engineer, the programmer,
the project manager, and other product experts from writing
allows them to spend their time doing what they do best. Effective
communicators can play a key role in launching new products,
like Rob, into the marketplace.

Judith Ellison Shenouda
earned a Master of Arts degree in Literacy Journalism from
S.I. Newhouse School of Public Communications at Syracuse
University. She completed additional courses in curriculum
design and development, group dynamics, information studies,
publication management and project management; and has New
York State Certification to teach Secondary English. She is
owner of Shenouda Associates Inc., a business that eases communication
through its publication services, which include writing the
publications that support new product development. An experienced
educator and accomplished communicator, she would be pleased
to speak to your organization on topics related to starting
a business and keeping it going; creating effective technical,
business, and marketing communications; and managing the projects
in your professional and personal life.